Defining and planning Validation for a Scalable B2B MVP Vision for Eventim

The Client: CTS Eventim

CTS Eventim is a leading international provider of ticketing services for live entertainment. Headquartered in Bremen, Germany, the company operates across Europe and globally, selling over 300 million tickets annually through physical and digital platforms. It also organizes major live events, tours, and festivals, with revenues exceeding €2 billion in 2024. Eventim is recognized as a market leader in the entertainment industry.

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The Mission: Interim Product Lead

CTS Eventim aimed to create a B2B portal to streamline processes between Eventim and its B2B partners, such as promoters and venues. While existing solutions were in place, they varied by country, lacked interconnection, and offered only limited features. The primary goal was to discover the main problems faced by B2B customers, identify commonalities and differences across countries, with an initial focus on Germany—and propose a scalable solution that could be adopted globally.

The existing team, while highly skilled, lacked the dedicated product expertise to lead such a cross-functional and global project. To ensure success, Eventim brought in an external team of experts in business, design, tech, and product (with Product People providing product leadership). This external team focused exclusively on the project to define and validate a solution quickly and effectively.

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Our Main Quest: Streamlining B2B Operations with a Scalable Solution

Launch: Onboarded Very Fast

Our first priority was to understand the customers and their needs. We began by conducting internal stakeholder interviews with key roles, such as the Product Owner of the existing German portal, the General Manager of Finland, and members of the Sales Team. These discussions allowed us to identify the personas the product could serve. We completed the analysis with some quantitative data to define which persona we should prioritize for our MVP.

First Deliverables and Results

1. Customer segmentation
2. Prioritize persona and define the Target

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Explore and Conquer: Driving Discovery and Prioritization

We adopted a systematic discovery approach, combining qualitative and quantitative data to deeply understand our target customers and their needs. With this information mapped in a user journey, we identified opportunities to address core pain points and unlock value for Eventim's B2B customers.

Through a cross-functional workshop, we prioritized opportunities based on impact, urgency, and feasibility to ensure we focused on the areas that would deliver the most significant results in the MVP phase. Alignment with C-level stakeholders ensured buy-in and a shared vision for success.

The result was a defined plan to validate solutions quickly with minimal effort and define the best course of action to implement a B2B Portal.

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Initiative 1 - Identifying Our Customer and Their Journey

Problem:

• There was no shared understanding of who the customers were, nor documented insights into their jobs, needs, pains, or aspirations.

What has been done:

• Conducted exploratory customer interviews to uncover their jobs, needs, and pain points.
• Mapped these insights into a structured user journey, highlighting opportunities for improvement and innovation.

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Initiative 2 - Discover and Prioritize Opportunities

Problem:

• With extensive customer insights available, we needed to identify which needs and pain points were within Eventim's control to solve and prioritize them for the MVP

What has been done:

• Facilitated a cross-functional prioritization workshop to align opportunities with the biggest impact and urgency.
• Ensured alignment with C-level stakeholders, securing strategic support for prioritization decisions.

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Initiative 3 - Define Solutions and Prepare for Validation

Problem:

• With a ranked list of opportunities, we needed to define actionable solutions while accounting for dependencies and scope overlap.

What has been done:

• Conducted research into best-in-class solutions across similar industries to inform our approach.
• Facilitated cross-functional workshops to ideate and design solutions.
• Defined appropriate validation methods for each solution, including user interviews, surveys, and usability testing.

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Mission Achievements: Delivered Outcomes

By adopting a discovery-driven approach and prioritizing cross-functional collaboration, we successfully uncovered customer pain points, identified impactful opportunities, and laid the foundation for a scalable, validated solution. The process not only brought innovation to Eventim's way of working but also ensured alignment across stakeholders to drive measurable success.

💡 Clear Customer Insights Delivered: Conducted 20+ stakeholder and customer interviews to create a comprehensive user journey map.

💡 Strategic Prioritization Achieved: Prioritized 22 opportunities with the highest impact and urgency through cross-functional workshops.

💡 Innovative Solutions Identified: Brainstormed 100+ solutions to address core pain points, grouped, prioritized, and planned their validation.